Tagging Protocols and Data Enrichment

Sumary: Optimizing segmentation precision through the strategic application of Tagging Protocols within the iCortex Engineering Revenue Ecosystem.

Tagging Protocols are a fundamental asset for hyper-segmentation and personalization of Campaign Orchestration. The iCortex Engineering Revenue Ecosystem allows you to classify your Profiles into specific groups based on their interests and operational behaviors.

Generation of Tagging Protocols

There are two vectors for generating Tagging Protocols within iCortex™. On one hand, protocols are generated automatically based on Profile behavior; for example, when a Profile is browsing your catalog and interacts with a specific item, the “Item X” protocol is assigned to them.

Additionally, protocols will be applied when they add an item to the cart, complete a purchase, confirm payment, or when the order is dispatched.

However, protocols can also be established manually. This operational duality allows for adjusting the strategy with pinpoint precision.

If you need to know the procedure for defining your protocols, consult the technical documentation here.

Tagging Protocols and Segments

It is imperative that you understand how to generate effective and specific Segments, capitalizing on all available tools. The correct application of Tagging Protocols will catalyze your campaigns.

Tagging Protocols and Segments are intrinsically linked. By grouping Profiles that share similar protocols, you can orchestrate specialized and relevant information to them, maximizing the probability of conversion.

Application Cases

• If you have protocols such as “Athletic Footwear”, “Sandals”, and “Formal Shoes”, you can consolidate them into a single Segment for specialized footwear campaigns. This ensures delivery to a group with demonstrated interest in that product category.

• Another example is the “Women’s Apparel” Segment; you can define protocols such as: dresses, women’s pants, blouses, tops; and include in said Segment all Profiles that contain those protocols:

• It is feasible to perform segmentation by seasonal cycles. For example, if a Profile has reviewed items associated with summer that contain protocols such as “swimsuit”, “sandals”, or “sunglasses”, they can be combined to design a campaign Architecture focused on that season. In this way, efforts are directed to an audience that has already expressed interest in those assets.

• You can also define “Loyalty” protocols. With this methodology, you can offer exclusive incentives or promotions to Profiles that are repeat customers. This generates specific Orchestrations for this Segment, fostering their retention.

Operational Note: Remember that applying a Filter narrows the Segment and applying the “or” condition expands the Segment. It is crucial to consider this when defining segmentation. You can access additional information here

Application of Tagging Protocols

You can use your Segments and Tagging Protocols in various functionalities of the Ecosystem: Campaign Orchestration, Strategic Cycles, and Brand Recall.

In Campaign Orchestration

Here, Segments are defined in the Campaign Orchestration function, and in step 3 you must select “Predefined Segment“.

In Strategic Cycles

Likewise, you can configure it in “Strategic Cycles” by accessing “Filter Profiles“.

Your new Profiles will begin to receive the Orchestration when the filter condition is met.

In Brand Recall

In this way, you can select a Segment for your “Brand Recall” messages. Access “Filter Profiles“.

Keep in mind that only new Profiles will begin to receive these messages, but only at the moment the filter condition is met.

Do not limit yourself only to geographic segmentation. Segmentation via Tagging Protocols offers greater control than just location. With this technique, you can direct your efforts to more defined segments, optimizing the results of your revenue engineering strategies.